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Cascade (Project)

Cascade (Project)

*Made at VCU Brandcenter

New Product: The Passive Aggressive Sink

When talking to people about their dishwashing habits, one thing that stood out was the conflict it caused; it incites a lot of passive aggressive behavior. To launch this new campaign, Cascade will showcase a new product: The Passive Aggressive Sink. Within the product's packaging will be this press release from the brand. 

When talking to people about their dishwashing habits, one thing that stood out was the conflict it caused; it incites a lot of passive aggressive behavior. To launch this new campaign, Cascade will showcase a new product: The Passive Aggressive Sink. Within the product's packaging will be this press release from the brand. 

The Passive-Aggressive sink works by having a proximity sensor that gets fastened to your faucet and can sense when dishes are in the sink. Using bluetooth technology, the sink will send out passive-aggressive texts, tweets, and Facebook messages to everyone in the apartment letting them know that dishes are in the sink. The sink is now the passive-agressive roommate. 

The Passive Aggressive Sink will be sold at places where Cascade is sold. It will also be available at other shops the target frequents, like Urban Outfitters. 

The App

There will be a downloadable app available, which enables the sink to send the passive-aggressive messages. Though this app is best utilized with the product, people who don't own the app can also download it to send out passive-aggressive messages. 

These example tweets show the voice that The Passive Aggressive Sink will have. 

Online

BuzzFeed is one website that the target checks often. We will create a BuzzFeed listicle of the "7 Things Not Doing the Dishes Says About Your Personality." 

Facebook ads and banner ads on websites, such as The Onion, will be placed using The Passive Aggressive Sink's voice. 

The Passive Aggressive Sink will have its own Twitter account where it posts passive aggressive tweets, including tweets to celebrities. It will even retweet people who post about dirty dish dilemmas. 

Out-of-Home

In public restrooms, ads will be placed above the sinks to remind people about their sinks at home (which are probably not as clean as the public bathroom sink they're using...not cool). 

Cascade will also release pre-written Post-Its that roommates can leave for each other, but the words are still coming from the sink. This is another way that those without the sensor can still benefit from The Passive Aggressive Sink.

Team Members:
Brand Managers: Lauren Ulmer & Jeff Tolefson
Art Director: Lauren Albee
Copywriter: Peter Henningsen
Creative Technologist: Hex Marquez